How to Win in Digital Marketing with Bruce Spurr
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\\xa0In today\\u2019s episode, Digital Marketing Expert and real-life Rocket Scientist Bruce Spurr joins Kris for a talk on how to win the digital marketing game using Facebook ads, Google Maps, and Google Search. They touch upon how to get your school to stand out, even above the \\u201cbig boys\\u201d of advertising, ways to leverage your ad no matter how small your budget, what consists of a great ad, and how to use digital marketing to keep your enrollment high or fill the empty spaces.
He and Kris reminisce of the olden days before social media, and ways that they have learned to adapt and work together in the current landscape to help child care owners overcome their challenges in the field. Strap in, and get ready to launch into the digital marketing stratosphere!
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Key Takeaways:
[4:22] Special announcement! The Child Care Success Summit announces their celebrity speaker, Les Brown. Les is one of the world\\u2019s top motivational speakers, and he himself has a tie in the child care market, so this is one experience not to miss. They are almost at 80% full, so be sure to get the tickets while they last, using promo code: ROCKSTAR to get a $100 discount off the full price.
[7:31] Bruce and Kris met while at the Frank Kern Mastermind Group.
[8:52] Fun Fact: Bruce has some Lebanese ties in his family, and traveling with his wife is one of his favorite parts of the way he has set up his life. He calls into today\\u2019s episode from Beirut, Lebanon and gives us an update on the current political climate and perspective there.
[10:52] Bruce shares how he went from a physical labor job as a construction worker, to entrepreneur building e-commerce sites, then marketing and advertising. He has a Degree in Physics and Engineering and is a rocket scientist by education.
[11:40] He was at the Web 2.0 Conference when Twitter was launched, and one of the first thousand people to open up a Twitter account.
[15:42] All the owners Bruce has had the chance to meet are kind and loving people, driven by a purpose to help. They are in it for the passion of making a difference in the lives of children and leaving a legacy, but often are run by their business, instead of running their business. When Kris and Bruce work with the owner together, they win the battle of hiring in a tight labor market and the battle of filling up the school in a competitive community.
[21:54] Bruce explains why people need to do Facebook ads, and how it\\u2019s important for people both just indirectly scrolling and also searching in a focused manner for child care centers geographically close to them.
[25:54] SEO used to be about getting listed on a page, now it\\u2019s about getting listed in Places and Maps. Google is smart and figured out the search algorithm on a specific school in general, and organic articles and information on how to pick a school in general. It is a huge game changer and Kris and Bruce have even seen people triple their results once they get the Google Maps piece of the puzzle figured out.
[30:00] When Bruce works with clients to determine the lifetime value of the customer, it is clear spending the initial marketing money to attract them is a drop in the bucket to secure them long-term.
[33:40] The \\u201cInsights\\u201d tab on Facebook is a magical place, where you can look for your most popular posts, what gets the highest engagement (aka hunting for unicorns) and what gets the normal or not so big response (the donkey). Bruce explains how to drill down to hit your target market in a Boosted Post and why you may want to use Targeted Ads for an even more specific reach.
[38:28] Even just $5-$10 can be a great budget to start Boosting and Re-Boosting your post. When something works, keep doing the same.
[40:41] Bruce explains the difference between the two different types of ads. For an ad that is simple and straightforward with an offer or incentive for enrollment, they call it a \\u201ctuition credit\\u201d instead of a discount.
[47:59] The biggest challenge Bruce has had is focusing on one thing and not getting too distracted by opportunity.
[53:59] Your school\\u2019s success depends on getting yourself in the digital marketing game. It is a fun journey to play around and see what part of it you like best, whether it\\u2019s creating videos, managing the back end of ads or posting photos and captions.
[56:05] Invest in some tools such as a selfie stick and mic to enhance the quality of your videos and audio.
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